Examining the Question-Behavior Effect Using the Implicit Association Test

The current research describes two experiments comparing dissonance reduction and self-concept activation as explanations for the question-behavior effect. Using the Implicit Association Test, we found in Experiment 1 that people making a self-prediction regarding a normative behavior (i.e., recycling) reveal increased levels of self-esteem and self-identity associated with the behavior (compared to a control group), but did not indicate increased positive attitudes toward recycling. Experiment 2 builds upon these results by manipulating self-esteem prior to making a self-prediction. Consistent with a self-concept activation hypothesis, participants showed increases in self-esteem and self-identity with recycling (the predicted behavior), but no increase in their positive attitude toward recycling.



Citation:

Andrew Perkins, David Sprott, and Eric Spangenberg (2007) ,"Examining the Question-Behavior Effect Using the Implicit Association Test", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 539-545.

Authors

Andrew Perkins, Rice University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, Washington State University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More

Featured

Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.